Methodology

Keegan & Donato Consulting understands that the crux of a consumer survey for litigation is a solid methodological foundation. Unlike in an academic environment where conditions are more relaxed, it is a fact of our industry that a minor methodological misstep can spell disaster for a survey expert, in some instances resulting in partial or full exclusion from testifying in a case. For this reason, we consider methodological design among the most crucial tasks when designing a consumer research study.

Our education and combined 25 years of experience conducting and critiquing consumer survey research has provided us the tools to design a study that avoids the methodological pitfalls that so often afflict competing research studies. We follow established principles of consumer survey research as outlined by Shari Diamond and others in our field, including but not limited to:

Appropriate universe selection and sampling frame;

Rigorous and valid survey design that is probative of the relevant issues in the case;

Inclusion of representative, qualified respondents;

Use of procedures to minimize potential biases in data collection;

Use of objective, non-leading questions;

Use of procedures to reduce guessing among respondents; and

Full analysis and reporting of survey data.

In addition, we use an industry-leading online survey software platform which facilitates the programming and execution of advanced survey designs, including complex skip logic and advanced rotation and randomization of questions, answer options, and stimuli. These features are employed whenever appropriate. We obtain our survey sample from leading marketing research companies that maintain multi-million member online consumer panels. These companies are top providers of survey sample in the U.S. and are used by prominent marketing research firms.

These are just a few ways that we work to ensure that our methodological designs can withstand the rigors of litigation. Call us to find out more about our approach to designing methodologically sound consumer survey research.